Omnichannel & Beyond: 18 Customer Experience Insights and Statistics

If customers walked down a single, predictable path on the way to making purchases, it would be easy to meet them along the way. But that’s not how it works, which is why today’s marketers look at the big picture.

We’ve made the case for an omnichannel customer experience before, but you don’t have to take our word for it. To gain a better grasp of this trend at a high level, we’ve gathered some of the most compelling stats and quotes around managing the customer experience in this modern digital environment.
These insights highlight the challenges, the stakes, and the opportunities for omnichannel marketing.

18 Inspiring Customer Experience Insights & Statistics

We define omnichannel marketing as “an integrated, systematic approach designed to create a seamless experience for shoppers, who expect the convenience of communicating with your business whenever they want and on whatever channel they want.”

Why is omnichannel important for marketers?

Customers Are Dissatisfied with the Current Environment

Expectations are rising fast in a crowded digital marketplace. Many companies aren’t rising to meet the challenge quickly enough.

1. 1. “Consumers have never been so hard to please and marketers have never had as many opportunities to please them.” —Sridhar Ramaswamy, former Senior Vice President for Google Ads
   2. 55% of shoppers say retail experience is disconnected across channels.
   3. “You’re not behind your competitors; you’re behind your customers—behind their expectations.” —Brendan Witcher, VP, Principal Analyst at Forrester
   4. 63% feel like retailers do not know them.
   5. “Being on par in terms of price and quality only gets you into the game. Service wins the game.” —Tony Alessandra, Author, Speaker, and Business Expert

Better CX can improve revenues

Offering consistent, high-quality customer experiences isn’t just a luxury. The bottom-line impact is becoming increasingly pivotal.

1. 1. The strongest omnichannel customer strategies retain 89% of customers, compared to 33% for companies with weak strategies.
   2. For a company with $1 billion in annual revenues, a moderate increase in customer experience quality generates an average of $823 million in revenue over three years.
   3. 84% of organizations working to improve customer experience report an increase in revenue.
   4. It takes up to 12 positive experiences to make up for one unresolved negative experience.
   5. 83% of consumers state that the ability to move from one channel to another is desirable, but only 50% of businesses support such cross-channel interactions.
   6. “People will forget what you said. They will forget what you did. But they will never forget how you made them feel.” —Maya Angelou, Poet
   7. “Start seeing that your customer service operation is a relationship-building tool. It’s a marketing investment, not a cost center.” —Blake Morgan, Customer Experience Keynote Speaker, and Author
   8. “You will never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied.” —Jerry Fritz, Professional Speaker, Trainer, and Career Manager

People are looking for better CX

By meeting these heightened expectations, we can differentiate our brands. There’s no great mystery around what customers want from businesses. We just need to listen to them and focus on customer experience management (CXM).

1. 64% of millennials value “anticipation and customization of the experience” based on their historical transaction data over privacy concerns.
2. 66% of adults say “valuing their time” is the most important thing a company can do to provide good online customer experience.
3. 75% of consumers expect a consistent experience wherever they engage with brands or stores.
4. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” —John Russell, former Vice President of Harley-Davidson
5. “The future of communicating with customers rests in engaging with them through every possible channel: phone, email, chat, web, and social networks. Customers are discussing a company’s products and brand in real time. Companies need to join the conversation.” —Marc Benioff, Founder of Salesforce

Taking the Next Step

If you feel that your company is coming up short on delivering a consistent customer experience across all channels, clearly you’re not alone. But these statistics also illustrate the gravity of leaving the issue to fester unaddressed.

The first step to creating an omnichannel strategy is breaking down data silos and creating a single “source of truth” for your customers. Picking the right enterprise customer data platform (CDP) can make it easier to get a 360-degree view that includes website, ecommerce, social media, telephone and even offline interactions. Also, learn more about how to improve CX analytics here.

To see our CDP in action, request a demo today.